Media planning involves determining the type of ad and where to place it. Assistant media planners support ad space buying and campaign planning, while media buyers work with clients and negotiate with media outlets. Senior media planners manage the media department and require a master’s degree. Jobs are often specialized by medium, such as digital, television, or print.
Media planning is the study of advertising placement. Knowing what type of ad to create and where to run the ad is the primary task of a media planner. Media planner jobs such as those of an assistant media planner, a media buyer, and a senior media planner are common throughout the industry. Within these jobs, many people have specializations such as digital media, print media, television and radio media. Each job aims to help a client get the right exposure for an audience.
An assistant media planner is considered an entry-level job at most advertising and media companies. These media planner jobs are primarily support roles for those who actually do the ad space buying and campaign planning. Some of the larger responsibilities in this role include running research-based reports and handling minor tasks associated with the media buying process. This job usually requires a college degree in communications or business.
One of the most important jobs of the media planner is that of the media buyer, also known as the media planner. This job requires an individual to work with a client to determine the needs and objectives of a campaign. Additionally, this person must work with the publicity department to create copy, scripts, or entire commercials for the client. Finally, this person often needs to negotiate with media outlets, such as television stations, newspapers, and websites, to get the final product out to the public. This job also requires a college degree and usually many years of experience in the media planning industry.
The senior media planner’s job is different because of their management responsibilities. Senior media planners often deal with complex and expensive clients, but they focus their attention primarily on running the media department. This job requires media planners to update various projects, monitor the budget and help develop the company’s strategy with other members of the management team. This job usually requires a master’s degree and many years of media planning experience.
These three positions make up the main media planner jobs, but are often divided into smaller niches. Namely, these jobs, especially the media buyer job, are focused on specific types of media. Digital media planner jobs revolve around Internet usage, television media jobs focus on commercials, and print media jobs deal with magazine and newspaper advertisements. Some jobs combine all of these mediums, but many divide them among different planners to allow each to have a stronger focus.
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